Making the Entertainment Experience More EfficientMaking the Entertainment Experience More Efficient Making the Entertainment Experience More EfficientMaking the Entertainment Experience More Efficient

Now Playing: TiVoNow Playing: TiVo

Gender and TiVo

Gender and TiVo

Automatic Playback Overshoot Correction: TiVo understands the Human Machine Processor.

Automatic Playback Overshoot Correction: TiVo understands the Human Machine Processor.

TiVo has become incredibly popular, now a verbTiVo has become incredibly popular, now a verb TiVo has become incredibly popular, now a verbTiVo has become incredibly popular, now a verb

Increased UsabilityIncreased Usability

Makes Viewing Television More Efficient, Effective

Does This through two main functionalities

Increased Searching Ability and Recording

Increased SearchingIncreased Searching

Can Search all programsCan Search all programs Can Search all programsCan Search all programs

Set up 1st Season Pass And 2nd WishList

1st Never Miss a Show, Blocks Repeats

2nd In addition: Search Actor, Director, Genre

TiVo recommends new shows based on preferencesTiVo recommends new shows based on preferences TiVo recommends new shows based on preferencesTiVo recommends new shows based on preferences

Recommend ShowsRecommend Shows

Recommendations made on Viewing History

Also based on simple Thumbs UP or DOWN

Record a Show to Watch AnytimeRecord a Show to Watch Anytime Record a Show to Watch AnytimeRecord a Show to Watch Anytime

Same Show : Anytime!Same Show : Anytime!

No longer base schedule around network times

TV on your terms, more efficient use of your time

TiVo allows User to Skip the unwanted commercialsTiVo allows User to Skip the unwanted commercials TiVo allows User to Skip the unwanted commercialsTiVo allows User to Skip the unwanted commercials

Same Show, Faster!Same Show, Faster!

Fast Forward through any part of the show

An hour show now takes 46 minutes

Average American watches 226 to 248 min per dayAverage American watches 226 to 248 min per day Average American watches 226 to 248 min per dayAverage American watches 226 to 248 min per day

Lots of Free TimeLots of Free Time

14 minutes on Average of Commercials per hour

Skipping commercials saves real time

57 min/day = 6.7 hr/week = 14.5 days/year

How to spend this timeHow to spend this time

Will Watch more TV than beforeWill Watch more TV than before Will Watch more TV than beforeWill Watch more TV than before

People Watch more TV with TiVo

Greater satisfaction, Greater Consumption

Similar to arguments against fast food franchises

Building in the user’s reaction timeBuilding in the user’s reaction timeBuilding in the user’s reaction timeBuilding in the user’s reaction time

Tivo is the first and only media playing device, (CD, VCR, DVD, PVR) to employ an overshoot correction system Tivo is the first and only media playing device, (CD, VCR, DVD, PVR) to employ an overshoot correction system

Automatic Playback Overshoot CorrectionAutomatic Playback

Overshoot Correction

Tivo’s patent for the automatic overshoot correction system describes the functioning of the device as follows: “the invention automatically corrects for the difference between the user's expected stop position in the program material and the actual position where the media was stopped whenever the user terminates fast forwarding or reversing the program material. In addition, the invention provides a system that is operationally transparent to the user.”

Tivo’s patent for the automatic overshoot correction system describes the functioning of the device as follows: “the invention automatically corrects for the difference between the user's expected stop position in the program material and the actual position where the media was stopped whenever the user terminates fast forwarding or reversing the program material. In addition, the invention provides a system that is operationally transparent to the user.”

What is overshoot correction???What is overshoot correction???What is overshoot correction???What is overshoot correction???

Why do we need overshoot correction?Why do we need overshoot correction? Why do we need overshoot correction?Why do we need overshoot correction?

Recall: Card, Moran, & Newell (1983): The Human Information-Processor Perceptual System, Cognitive System, and Motor System

Recall: Card, Moran, & Newell (1983): The Human Information-Processor Perceptual System, Cognitive System, and Motor System

Common Sense...Right???Common Sense...Right???

Each system has a cycle time (τ) equal to roughly [70 msec]

A user must recognize an image as part of the content the user wishes to view, and then act accordingly:

this requires a minimum of 3 cycles, a perceptual cycle, cognitive cycle, and motor cycle, in order to initiate a physical

action in response to the visual stimuli, it takes [240 msec]

Each system has a cycle time (τ) equal to roughly [70 msec]

A user must recognize an image as part of the content the user wishes to view, and then act accordingly:

this requires a minimum of 3 cycles, a perceptual cycle, cognitive cycle, and motor cycle, in order to initiate a physical

action in response to the visual stimuli, it takes [240 msec]

Cycle TimesCycle Times Cycle TimesCycle Times

Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x

Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x

TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play

TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play

TiVo Technical SpecsTiVo Technical Specs

Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x

Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x

What does this mean for frame rates?What does this mean for frame rates? What does this mean for frame rates?What does this mean for frame rates?

Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x

Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x

TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play

TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play

TiVo Technical SpecsTiVo Technical Specs

Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x

Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x

What does this mean for frame rates?What does this mean for frame rates? What does this mean for frame rates?What does this mean for frame rates?

TimelinesTimelines TimelinesTimelines

(Standard TiVo Status Bar displayed below)

(Standard TiVo Status Bar displayed below)

ImplicationsImplications

11:30 12:00

11:45

Programs viewed at 1x do not really require overshoot correction Users can still view fluid motion, each frame is still close enough and played at a virtual rate of 10fps, the rate that CMN says is the minimum amount that can give the illusion of movement.

Programs viewed at 1x do not really require overshoot correction Users can still view fluid motion, each frame is still close enough and played at a virtual rate of 10fps, the rate that CMN says is the minimum amount that can give the illusion of movement.

fast-forwarding timelinefast-forwarding timeline fast-forwarding timelinefast-forwarding timeline

At 1x, T = .720 seconds At 2x, T = 4.8 seconds At 3x, T = 14.4 seconds These are our rough estimates Using CMN model calculations For the expected jump-back Amounts TiVo should use.

At 1x, T = .720 seconds At 2x, T = 4.8 seconds At 3x, T = 14.4 seconds These are our rough estimates Using CMN model calculations For the expected jump-back Amounts TiVo should use.

Magnification Magnification

Real-time 0---------240msec

Program Image appearance

User Initiates play command

T (sec)

program time TiVo uses TiVo uses CorrectionCorrectionFactors veryFactors veryClose to theseClose to thesenumbers!!! i.e.numbers!!! i.e.~6 seconds &~6 seconds &~12 seconds~12 secondsFor 2x & 3xFor 2x & 3xrespecitivelyrespecitively

TiVo uses TiVo uses CorrectionCorrectionFactors veryFactors veryClose to theseClose to thesenumbers!!! i.e.numbers!!! i.e.~6 seconds &~6 seconds &~12 seconds~12 secondsFor 2x & 3xFor 2x & 3xrespecitivelyrespecitively

Adaptive Automatic Overshoot CorrectionAdaptive Automatic Overshoot Correction Adaptive Automatic Overshoot CorrectionAdaptive Automatic Overshoot Correction

Displays training Video, determines the speed of user reaction time Personalizes the jump-back for the user.

Displays training Video, determines the speed of user reaction time Personalizes the jump-back for the user.

More Advanced VersionsMore Advanced Versions

Neural Networks in TiVo??? TiVo has patented the idea of training the

the personal video recorder to do “predictive” jump backs. That is, there is a possibility to create an autonomous fast-forwarding machine that recognizes when a program is on and when a commercial is on, and depresses the fast-forward and play button accordingly.

Neural Networks in TiVo??? TiVo has patented the idea of training the

the personal video recorder to do “predictive” jump backs. That is, there is a possibility to create an autonomous fast-forwarding machine that recognizes when a program is on and when a commercial is on, and depresses the fast-forward and play button accordingly.

Predictive Adaptive Automatic Overshoot CorrectionPredictive Adaptive Automatic Overshoot Correction Predictive Adaptive Automatic Overshoot CorrectionPredictive Adaptive Automatic Overshoot Correction

Trying to shed stigma attached to consumer electronicsTrying to shed stigma attached to consumer electronics Trying to shed stigma attached to consumer electronicsTrying to shed stigma attached to consumer electronics

Gender DifferencesGender Differences

Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized

Targeting individualist in both female and male consumersTargeting individualist in both female and male consumers Targeting individualist in both female and male consumersTargeting individualist in both female and male consumers

All about YOU as “I” is sandwiched between “T” and “V”All about YOU as “I” is sandwiched between “T” and “V” All about YOU as “I” is sandwiched between “T” and “V”All about YOU as “I” is sandwiched between “T” and “V”

Design of Remote- gender neutral Design of Remote- gender neutral Design of Remote- gender neutral Design of Remote- gender neutral

Gender DifferencesGender Differences

Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional”

Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports

Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool

Peanut-shaped- also comfortable- essential featurePeanut-shaped- also comfortable- essential feature Peanut-shaped- also comfortable- essential featurePeanut-shaped- also comfortable- essential feature

Gender DifferencesGender Differences

Pause button- colored yellow, Program rating “thumbs Pause button- colored yellow, Program rating “thumbs up” and “thumbs down” button colored red and green up” and “thumbs down” button colored red and green

Pause button- colored yellow, Program rating “thumbs Pause button- colored yellow, Program rating “thumbs up” and “thumbs down” button colored red and green up” and “thumbs down” button colored red and green

Colors- feature added to attract women Colors- feature added to attract women Colors- feature added to attract women Colors- feature added to attract women

Display of ProgramDisplay of Program Display of ProgramDisplay of Program

Gender DifferencesGender Differences

Color- feature added to attract womenColor- feature added to attract women background and selected text colored, background and selected text colored,

and logo has multitude of colorsand logo has multitude of colors

Color- feature added to attract womenColor- feature added to attract women background and selected text colored, background and selected text colored,

and logo has multitude of colorsand logo has multitude of colors

Sound effects and “illumination”- features addedSound effects and “illumination”- features added To attract men To attract men Sound effects and “illumination”- features addedSound effects and “illumination”- features added To attract men To attract men

Women more of a powerhouse in consumer electronicsWomen more of a powerhouse in consumer electronics Women more of a powerhouse in consumer electronicsWomen more of a powerhouse in consumer electronics

Gender DifferencesGender Differences

Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003

Gender DifferencesGender Differences

Technology/Consumer Technology/Consumer electronic gap between electronic gap between

men and women narrowing men and women narrowing

Technology/Consumer Technology/Consumer electronic gap between electronic gap between

men and women narrowing men and women narrowing

Gender DifferencesGender Differences

However, gap for TiVo wider despite gender neutral featuresHowever, gap for TiVo wider despite gender neutral features However, gap for TiVo wider despite gender neutral featuresHowever, gap for TiVo wider despite gender neutral features

Some argue it is because men more inclined to buySome argue it is because men more inclined to buy new entertainment products and servicesnew entertainment products and services

Some argue it is because men more inclined to buySome argue it is because men more inclined to buy new entertainment products and servicesnew entertainment products and services

Gender DifferencesGender Differences

Ex: DVD players, more men own them, so nowEx: DVD players, more men own them, so now more females are inclined to buy because they aremore females are inclined to buy because they are later adopterslater adopters

Ex: DVD players, more men own them, so nowEx: DVD players, more men own them, so now more females are inclined to buy because they aremore females are inclined to buy because they are later adopterslater adopters

Others argue it is because TiVo not marketed towards womenOthers argue it is because TiVo not marketed towards women Others argue it is because TiVo not marketed towards womenOthers argue it is because TiVo not marketed towards women

Has not discovered the marketing opportunity thatHas not discovered the marketing opportunity that TiVo = Oprah for 55 million working females TiVo = Oprah for 55 million working females

Has not discovered the marketing opportunity thatHas not discovered the marketing opportunity that TiVo = Oprah for 55 million working females TiVo = Oprah for 55 million working females

Still have prevalent stereotype that women not Still have prevalent stereotype that women not competent with technology, thus discouraged fromcompetent with technology, thus discouraged from utilizing it utilizing it

Still have prevalent stereotype that women not Still have prevalent stereotype that women not competent with technology, thus discouraged fromcompetent with technology, thus discouraged from utilizing it utilizing it

Gender DifferencesGender Differences

TiVo still has male stigma (replay button for sports)TiVo still has male stigma (replay button for sports) attached to it despite gender-neutral features, needs toattached to it despite gender-neutral features, needs to implement some changes such as marketing strategyimplement some changes such as marketing strategy

TiVo still has male stigma (replay button for sports)TiVo still has male stigma (replay button for sports) attached to it despite gender-neutral features, needs toattached to it despite gender-neutral features, needs to implement some changes such as marketing strategyimplement some changes such as marketing strategy